Memo from a marketing consultant

BMJ 1996; 313 doi: (Published 26 October 1996) Cite this as: BMJ 1996;313:1087
  1. James Owen Drife

    Now that the NHS is Britain's largest provider of private health care, it should start running television commercials. It is unfair that your competitors advertise nationally while you do not. The campaign should promote the NHS as a whole. Sainsbury's stores don't advertise individually, do they?

    Commercials aim at creating a positive image in the public mind. A few organisations, like Marks & Spencer, thought that they could do without this but are now changing their minds. The NHS certainly needs help. The media aren't continually telling potential customers that Marks & Spencer is a shambles.

    Advertising also promotes self confidence among employees. About …

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